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Modifying a marketing communication model with the sleeper effect

Modifying a marketing communication model with the sleeper effect The purpose of this paper is to modify a marketing communications model published earlier by the authors. In the original model, self-esteem, source credibility, and communication discrepancy are shown to affect the persuasibility of message receiver. However, after modifying this model to accommodate a time lag phenomenon called the sleeper effect, it is apparent that the independent variables may have considerably different effects on persuasibility within a few weeks after the transmission of a marketing communication. These changed relationships may be important to the effectiveness of advertising, personal sales and other marketing communications. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Modifying a marketing communication model with the sleeper effect

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References (6)

Publisher
Springer Journals
Copyright
Copyright © Academy of Marketing Science 1981
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/bf02721986
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to modify a marketing communications model published earlier by the authors. In the original model, self-esteem, source credibility, and communication discrepancy are shown to affect the persuasibility of message receiver. However, after modifying this model to accommodate a time lag phenomenon called the sleeper effect, it is apparent that the independent variables may have considerably different effects on persuasibility within a few weeks after the transmission of a marketing communication. These changed relationships may be important to the effectiveness of advertising, personal sales and other marketing communications.

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Jun 1, 1981

Keywords: Communication Discrepancy; Source Credibility; Credibility Level; Marketing Communication; Original Message

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